MATERI DISKUSI FORUM BOL 2019

1. SESSION 2 - Create Customer Value and Customer Engagement

(a) Retail Innovation: New store concept of Argos in London

Sumber: https://www.youtube.com/watch?v=KXYUSX-QNjc

(b) Company Case Argos: Creating Customer Value amid Change and Turbulence

Sumber: Kotler and Armstrong (2018). Principles of Marketing. Pearson Education

Limited, 59 - 60.

2. SESSION 3 - Company and Marketing Strategy and Analyzing the Marketing

Environment

(a) Facebook: 'Making the world more open and connected'...but is this a good

thing?

Sumber: https://www.youtube.com/watch?v=Dltya3jFlYI

(b) Company Case Facebook: Making the World More Open and Connected.

Sumber: Kotler and Armstrong (2018). Principles of Marketing. Pearson Education

Limited, 88 - 89

3. SESSION 4 - Managing Marketing Information to Gain Customer Insights

Marketing Information

(a) Real Marketing: Netflix Streams Success with Big Data and Marketing Analytics

Sumber: Kotler and Armstrong (2018). Principles of Marketing. Pearson Education

Limited, 142 - 143

(b) Nestle Demand Planning https://www.youtube.com/watch?v=CBLk4_0YQnI

4. SESSION 5 - Consumer and Business Buyer Behaviour

(a) Real Marketing: Shinola: A Real, Authentic, “Detroit” Persona

 Sumber: Kotler and Armstrong (2018). Principles of Marketing. Pearson Education

Limited, 170 - 171

(b) Real Marketing: GE: A Model for B-to-B Digital and Social Media Marketing

Sumber: Kotler and Armstrong (2018). Principles of Marketing. Pearson Education

Limited, 200 - 201

5. SESSION 6 - Customer-Driven Marketing Strategy

(a) In-Flight Entertainment Gets High-Tech | Molly Wood | The New York Times

Sumber: https://www.youtube.com/watch?v=3X1A_c89egQ

(b) Company Case Virgin America: Flight Service for the Tech Savvy

Sumber: Kotler and Armstrong (2018). Principles of Marketing. Pearson Education

Limited, 239 – 241

6. SESSION 10 - Product, Services, and Brands: Building Customer Value

(a) Company Case Airbnb: Making Hospitality Authentic

Sumber: Kotler and Armstrong (2018). Principles of Marketing. Pearson Education

Limited, 275 – 277

(b) Company Case Bose: Better Products through Research

Sumber: Kotler and Armstrong (2018). Principles of Marketing. Pearson Education

Limited, 302 – 304

7. SESSION 11 - Pricing: Understanding and Capturing Customer Value

(a) World Class Cruise Ships from MSC Cruises

Sumber: https://www.youtube.com/watch?v=FxpMpTlTezM
 (b) Company Case MSC Cruises: From One Second-Hand Ship to a Major World

Player

Sumber: Kotler and Armstrong (2018). Principles of Marketing. Pearson Education

Limited, 327 – 329

8. SESSION 12 - Marketing Channels: Delivering Customer Value

(a) Company Case Apple Pay: Taking Mobile Payments Mainstream

Sumber: Kotler and Armstrong (2018). Principles of Marketing. Pearson Education

Limited, 387 - 388

(b) Company Case Bass Pro Shops: Creating Nature’s Theme Park for People

Who Hate to Shop

Sumber: Kotler and Armstrong (2018). Principles of Marketing. Pearson Education

Limited, 420 – 421

9. SESSION 13 - Engaging Customer and Communicating Customer Value

(a) Volvo Trucks - The Ballerina Stunt (Live Test)

Sumber: https://www.youtube.com/watch?v=1zXwOoeGzys

(b) Company Case Volvo Trucks: Integrated Marketing Communications of Epic

Proportions

Sumber: Kotler and Armstrong (2018). Principles of Marketing. Pearson Education

Limited, 447 – 449

10. SESSION 14 - Creating Competitive Advantage, The Global Marketplace and

Sustainable Marketing: Social Responsibility and Ethics

(a) Company Case YouTube: Google’s Quest for Video Dominance

Sumber: Kotler and Armstrong (2018). Principles of Marketing. Pearson Education

Limited, 563 – 565

(b) Company Case L’Oréal: The United Nations of Beauty

Sumber: Kotler and Armstrong (2018). Principles of Marketing. Pearson Education

Limited, 593 – 595

(c) Company Case adidas: Athletic Apparel with Purpose

Sumber: Kotler and Armstrong (2018). Principles of Marketing. Pearson Education

Limited, 623 – 624